Mobile Marketing Statistics

Mobile Industry Statistics

By 2015, 81% of U.S. cell users will have smartphones (Source: Goldman Sachs, 2011)

Android expected to have 31% market share by 2016 (Source: IDC, 2012)

53% of American consumers use their smartphones to access search engines at least once a day (Source: Google and Mobile Marketing Association Survey)

Globally, 80% of consumers have used computers to access the Web within the previous seven days. Sixty percent used their mobile devices to do so (Source: Google and the Mobile Marketing Association Survey)

By the end of 2011, Android is predicted to have nearly 40% of the total global market share, with Symbian at just over 20%, the iOS platform with 16% and RIM 14.9% (Source: IDC 2011 report)

eMarketer estimates that there will be 115.8 million smartphone users in the US by the end of 2012, with that number growing to 176.3 million by 2015 (Source: eMarketer, 2012)

47% of smartphone owners rely on smartphones to find out more information about a product and 36% use their phones to read product reviews on retail websites (Source: Leo J. Shapiro and Associates, 2012)

66% of US smartphone owners use their phone to aid in shopping (Source: Leo J. Shapiro and Associates, 2012)

47% of consumers confirm they use their smartphone to search for local information, such as information about a local store they want to visit. 46% of consumers look up prices on a store’s mobile site, and 42% check inventory prior to shopping in the store (Source: Local and the e-tailing group, 2012)

Nearly two of three shoppers use at least one device to research and purchase while shopping, and 28% use two devices at a time. More than one in three shoppers made at least one purchase with their mobile devices during the past six months, and tablet shoppers have an even higher propensity to make a purchase on the device, with one in four having purchased six times or more in the past six months (Source: Local and the e-tailing group, 2012)

The number of US mobile phone owners who have used 2D barcodes in the past 3 months increased from 1% in 2010 to 5% in 2011 and reached 15% among smartphone users (Source: Forrester, 2011)

62% of shoppers search for deals digitally for at least half of their shopping trips (Source:GMA/Booz & Company Shopper Survey)

50% of U.S. cellphone users have smartphones (Source: Nielsen, 2012)

55 percent of consumers express an interest in mobile coupons but only 10 percent have actually received one from a merchant (Source:Mercator Advisory Group, 2012)

66% of Americans ages 24-35 own a smartphone (Source: Nielsen, 2012)

18 percent of consumers have redeemed a mobile coupon in the past 90 days (Source: Mobile Audience Insights Report from JiWire, Feb 2012)

21 percent of consumers search for a coupon on their mobile device while in a store (Source:Mobile Audience Insights Report from JiWire, 2012)

80 percent of mobile users prefer locally relevant advertising and 75 percent are more likely to take an action after seeing a location-specific message (Source: Mobile Audience Insights Report from JiWire, 2012)

52% of adult cell phone owners use their devices while in a store to get help with purchasing decisions (Source: Pew American & Internet Life Project, 2012)

1.2 billion apps were downloaded during the holiday week between December 25-31 (Source: Flurry, 2011)

Approximately 52 percent of smartphone users will use their device to research products, redeem coupons and use apps to assist in their holiday gift purchase (Source: Acquity Group, 2011)

Sixty-seven percent of consumers plan to make a purchase via mobile this holiday season (Source: PayPal, 2011)

As of 7pm ET on Black Friday, the number of consumers using a mobile device to visit a retailer’s site was holding firm at 17.04% (Source: IBM Smarter Commerce, 2011)

As of 7pm ET on Black Friday,the number of consumers using their mobile device to make a purchase was holding steady at 9.51% (Source: IBM Smarter Commerce, 2011)

For Black Friday sales, iPhone continued to lead all mobile device traffic at 6.58 %, followed by Android at 5.20% and iPad at 4.71% (Source: IBM Smarter Commerce, 2011)

In terms of the types of information mobile users will be looking for via their devices this holiday season, 31 percent said they will look for updates on sales and promotions, 27 percent will look for local store hours and directions, 26 percent will seek out product information and availability, 26 percent will be interested in product photos, 18 percent will search for official retailer apps and 17 percent will use mobile for customer support. (InMobi Holiday Mobile Shopping Study)

29 percent of users will look to mobile devices to learn about new products or services, 27 percent will use their handset when making a purchasing decision and 15 percent of shoppers will use their mobile device to make a purchase while in a store this holiday season. (InMobi Holiday Mobile Shopping Study)

Not only will consumers use mobile to research products but, over 21 million, or 36 percent, plan to make purchases directly from their mobile devices. (InMobi Holiday Mobile Shopping Study)

Approximately 45 percent of mobile users plan to compare prices via their handsets during their Thanksgiving weekend shopping, up from 22 percent in 2010 (InMobi Holiday Mobile Shopping Study)

The percentage of shoppers buying from their mobile phones is expected to rise to 15% in November, compared to 4.5% in last year’s holiday season, and less than 1% in 2009. In October, 9.6% of online shoppers made purchases through their mobile devices, up from 3.4% a year earlier. (IBM Coremetrics Forecast, 2011)

67% of consumers will use their smartphones to find store locations, 59% to compare prices, 51% to obtain product information, 46% to check product availability, 45% to read reviews, 45% to shop online, 41% to find and use coupons, 40% to scan bar codes, and 35% to access social media (Source: Deloitte’s 2011 Annual Holiday Survey)

27% of smartphone owners will use their devices for holiday shopping this year (Source: Deloitte’s 2011 Annual Holiday Survey)

More than 60 percent of mobile buyers will make mobile purchases while at home (Source: Ipsos and PayPal Survey, 2011)

At least 46 percent of consumers plan to make mobile purchases this holiday season (Source: Ipsos and PayPal Survey, 2011)

53% of the “on-the-go” U.S. audience is willing to exchange their location in exchange for more relevant content and better information, including mobile deals (Source: JiWire, 2011)

More than 33.3 million U.S. consumers already engage in shopping-related activities on their mobile phones, 7%, or 2.3 million, of those consumers have made a purchase on their devices, the report finds (Source: research firm Experian Simmons, 2011 Mobile Consumer Report)

24% of U.S. adult online iPhone users and 21% of Android users have used a shopping application in the past three months (Source: Forrester, 2011)

Nearly half of consumers (47%) have accessed customer reviews in store using their mobile device with men (55%) more likely to access these reviews in store than women (39%) (Source: Shop.org, comScore and Social Shopping Labs, 2011)

67 percent of retailers see value of having customers use their smartphones within the store and 41 percent said they perceive a lot of value in mobile in-store (Source: RSR Research, 2011)

31 percent of consumers research a product on their mobile device before buying it in-store, while 40 percent of consumers research a product from their smartphone before purchasing it online (Source: JiWire Mobile Audience Insights Report Q1 2011)

Retailers plan to spend $220.9 million this year on mobile (Source:Shop.org and Forrester Research report, 2011)

It is predicted that U.S. mobile shopping sales volume will reach $9 billion in 2011 (Source: InMobi study, 2011)

74 million consumers in the United States already shop from their mobile devices (Source: InMobi study, 2011)

78 percent of retailers plan to invest in mobile this year (Source: The E-tailing Group Inc, 2011)

59% of consumers use their phone to perform mobile shopping activities from home while 28% use their phone in the retail store to perform mobile shopping activities (Source: 2011 Experian Study)

47% of consumers who have made a mobile transaction in the past year expect the experience on their mobile devices to be better than the experience in-store, 80% expect the experience to be better than or equal to in-store and 85% expect the experience to be better than or equal to online using a laptop or desktop computer (Source: Harris Interactive & Tealeaf Survey, 2011)

Within the 49% of mobile users who have made a mobile purchase in the last six months, 84% look for local retailer information, 82% find online retailers, 73% find a specific manufacturer or product website, 71% learn about a product or service after seeing an ad, 68% find the best price for a product or service, and 63% search before purchasing in a store or from a catalog (Source: Performics 2011 Mobile Search Insights Study, conducted by ROI Research)

75% of heavy mobile users said mobile search makes their lives easier, 63% said access to mobile search has changed the way they gather information, and 32% said they use mobile search more than search engines on their computers(Source: Performics 2011 Mobile Search Insights Study, conducted by ROI Research)

Over 70% of iPhone owners report using applications or their smartphone’s web browser to help them while shopping in-store, and 41% are making purchases directly from their phones (Source: Chadwick Martin Bailey and iModerate Research Technologies, 2011)

48% of consumers conceded they use their mobile devices to look up product ratings or to find promotions (Source: Oracle, 2011)

49% of consumers who use the mobile web at least once a week made a purchase on their mobile device in the past six months (Source: ROI Research Inc., 2011)

In 3 years, it is predicted that 24% of retailers will have annual sales of 15% or greater coming from their mobile channel (Source: RSR Research, 2011)

51% of consumers say they have made a mobile payment within the past 3 months and 82% see themselves making one within the next year (Source: Mobio Identity Systems Inc. Report, 2011)

78-84% of consumers now rely on their social networks when researching new products (Source: IBM Report, 2011)

62% of smartphone users said they have purchased physical goods from their mobile devices in the last six months(Source: Adobe Survey, 2011)

27% of American adults who have a smartphone are expected to use mobile devices for holiday shopping this year (NRF 2010 Report)

4% of Cyber Monday was done off of a smartphone (Coremetrics, 2010)

36% of holiday shoppers are using their mobile device for shopping-related activities this holiday season (Price Grabber Survey, 2010)

Mobile commerce activity has increased 13%, up from 10% in 2009. 13% of consumers purchase products, 22% of consumers check prices and 21% research products from their smartphones. 22% of consumers expect to purchase items from their mobile phones in the next 12 months. (Experian’s 2010 Holiday Marketer Report)

Mobile transactions will quadruple this year to $16 billion in the U.S. Market (Aite Group, 2010)

Nine in ten young adults aged 18 to 29 own a cell phone, and 20% of these make purchases from their mobile phones(Mobile Access 2010 Report, Pew Internet & American Life Project)

By 2015 consumers will spend about $119 billion on goods and services bought via their mobile phones. U.S. mobile shopping rose from $396 million in 2008 to $1.2 billion in 2009. Forcasted to reach $2.2 billion in 2010. (Mark Beccue, senior analyst at ABI Research, reported by Internet Retailer, 2010)

39.1% of companies named attracting more visitors and shoppers and generating more sales as their primary mobile commerce goals, followed by 13.5% that wanted to increase sales conversions, 12.8% who wanted to improve marketing and merchandising, 12.2% wanting to increase multichannel sales, and 10.1% aiming to amp up customer service relations (Internet Retailer, 2010)

71% of Generation Y respondents (approximately 16-31 years old) said they use mobile coupons to get e-commerce discounts (Cognizant Technology Solutions and RIS News, 2010)

Approximately a third of consumers prefer an app to the mobile browser for their mobile retail experience. 37% of consumers prefer purchasing a product from an app than from the mobile web, 35% prefer viewing visual information from an app, 38% prefer checking order status from an app, and 39% prefer sharing product information with friends from a downloadable app (Adobe Systems Survey conducted by Keynote Systems, 2010)

62 percent of consumers use their smartphones to search for a store location or directions, 40 percent search for price and product information, 38 percent check the status of an order, and, while in store, 32 percent browse product reviews (2010 IDC Survey)

47 percent of mobile phone users say they are more likely to buy clothing and shoes from a mobile commerce site if the retailer has one enabled, but only 1.61 percent of clothing and shoe retailers have implemented a mobile strategy (Brand Anywhere and Luth Research, 2010)

In the online apparel, accessory and footwear market, 1.9 percent of traffic and 1.8 percent of revenue came from the mobile channel (Forrester Research and Shop.org, 2010)

U.S. online sales of apparel, accessories and footwear was $27 billion in 2009 and was predicted to grow 17% in 2010 meaning that sales would reach $31 billion this year. The apparel category is expected to grow larger than all other online retail sales over the next several years (Forrester Research, 2010)

43% of iPhone users want to make mobile transactions from their phones (Yankee Research Group, 2010)

UK Statistics

24% of U.K. consumers have used a smartphone to access web sites while shopping, of which 50% accessed retail websites and 48% social media sites (Source: eDigitalResearch and IMRG Survey, 2011)

40% of U.K. consumers using a smartphone while shopping ultimately made a purchase in-store, online or via mobile (Source: eDigital Research and IMRG Survey, 2011)

13% of UK consumers have made a purchase on their mobiles, and 19% have used them to compare prices and look at product reviews while out shopping (Source: Toluna / Econsultancy)

55% of U.K. consumers have seen a QR code while shopping and 33% of shoppers who have seen a QR code have scanned one (Source: eDigital Research and IMRG Survey, 2011)

It is predicted that there will be 20.76 million m-commerce users in the UK in 4Q11 (Source: Mobile Consumer Trends, 2011)

Consumer engagement with mobile commerce has exploded, with as many as 91% of UK consumers having used their mobile device for commerce, to either research or purchase a product. The equivalent figure for Brazil is 79%, while the level did not dip below 72% in any of the markets surveyed (Source: Global Consumer Survey from MEF, 2011)

48 percent of UK smartphone owners use their mobiles to browse and research products before a purchase, with another 16 percent intending to do so in the future (Source: eDigitalResearch, 2011)

50% of UK smartphone owners report shopping from their mobile device, with 11% doing so on a weekly basis (Source: Portaltech and eDigitalResearch, 2011)

It is predicted that 10% of UK shoppers will be doing their 2010 holiday shopping via mobile this year (Tesco Direct)

UK Mobile Internet sales could double in the next three years. By 2013, mobile internet sales could reach as much as £275m, 4% of online retail spending, up from £123m currently (Verdict & Ovum, 2010)

69% of the “on-the-go” U.K. audience is willing to exchange their location in exchange for more relevant content and better information, including mobile deals (Source: JiWire, 2011)

42% of UK shoppers have used their mobile phones while shopping offline (Rich Relevance, 2010)

51% of UK mobile phone owners (23 million people) are now using their devices for mobile commerce (IAB, 2010)

18% of UK mobile phones are smartphones (GfK Group, 2010)

European shoppers who used mobile in some part of the research and purchase process spent 15-30% more than those who used just one channel (IDC, 2010)

UK Smartphone users are 63% more likely to engage with m-commerce (IAB, 2010)

More than 40% of UK merchants expect plan to have a transactional mobile site or application within the next year (IAB, 2010)

4.2 million UK consumers per month are using the mobile internet to visit retailers’ websites (GSMA and comScore, 2010)

There has been high recent ecommerce growth in the UK. Online spending by UK consumers reached £5 billion in July 2010, 14% rise on June 2010 and 18% increase on July 2009 (IMRG and Capgemini e-Retail Sales Index, 2010)

In France, 57% of businesses polled by Le Journal du Net in late 2010 said mobile services would be their most promising sector in 2011 (as reported by eMarketer, 2010)